宗教觀光客旅遊動機、滿意度與重遊意願之研究──以大甲鎮瀾宮為例

A Study of Travel Motivation, Satisfaction and Revisit Intention in Religious Tourism: the Dajia Mazu Temple

宗教是人類歷史最悠久又最普遍的文化現象，宗教與人類文化同時形成，它為人類文化的載體之一，它承載文化傳播與交流的媒介。媽祖信仰對台灣人心靈休閒文化之深入，不可言喻。時代變遷，現代人除努力工作外尤重視休閒旅遊，因此對休閒旅遊有更多元化的要求，而宗教觀光便是人們尋求釋放壓力和紓解身心時最佳休閒旅遊活動的選擇之一。本研究以前往大甲鎮瀾宮的遊客為調查對象，從遊客觀點探討旅遊動機、滿意度與重遊意願之間關係，利用問卷調查法為主要研究工具，採用立意抽樣發放，共回收有效問卷385份。並採用描述性統計、信度分析、獨立樣本T檢定、單因子變異數以及迴歸分析來分析遊客社經背景、旅遊特性、旅遊動機、滿意度與重遊意願之關係。研究結果顯示： 一、遊客旅遊動機與滿意度無顯著差異。 二、遊客滿意度與重遊意願有顯著差異。三、遊客社經背景與旅遊特性的不同，其旅遊動機與滿意度皆有顯著差異。

The study aimed to explore the relationships between travel motivation, satisfaction and revisiting willingness in Dajia Mazu Temple. The questionnaire data were collecting from those who visited Dajia Mazu Temple. There are total 385 effective respondents. The major results were summarized as followed: (1) Travel motivation positively affects tourist satisfaction; (2) Satisfaction positively affects revisit intention; (3) Different personal attribute affects travel motivation and satisfaction. The above results can be used as reference for Dajia Mazu Temple administration and related academic institutions.